Tag Archives: uga

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¿¿Tinder University??

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In late August, Tinder launched a new service called Tinder University; a version of the app only available to college students. It’s so exclusive that you need your .edu to log in.

Once you’re in the university version of the app, your school logo will appear on your profile and add to the number of things potential matches will use to judge you.

Due to the newness of this feature, the success of this feature is unknown but I don’t think it will be that successful. For the most part, the tinder demographic for most college towns are students and most put their colleges in their bio. In addition to the fact that you can switch between regular tinder and tinder university, the feature contradicts its purpose. Their appeal stimulate the interest of their younger demographic appears unnecessary.

What do you think? Are you willing to give your .edu to a dating service or is that shitting where you eat?


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Animals of Instagram: Dogs and Dawgs

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Today, I was in need of a mood booster and decided to share one of my favorite animal Instagram accounts that feature both dogs and Dawgs. This is one of the most relevant ones to UGA’s campus – @DogsofUGA.

With 20.5K followers and over 800 pictures, this account takes photo submissions of all dogs that attend The University of Georgia. It started in 2017 and has continued to grow with the amount of likes and followers it has received. Each post comes with a picture and and a description about the cute puppy that is featured in the post. Personally, I heard about this account from word of mouth and now check it religiously. The posts are usually one a day and range from solo doggy shots or ones with their owner. One gets featured by going to a link in the account bio and putting the dogs name, picture, and a description.

This account is similar to the @dogsofinstagram account but focuses on a narrower audience – the people of the Athens community.

The account does a great job of connecting the students at UGA to different members of our community – the dog community. It brings unity to the campus by giving us more insight about the dogs we may see roaming the streets. The page does a great job of giving the consumers what they want – more dog pictures. It also uses the increasingly popular feature that Instagram offers of stories to feature multiple dogs throughout the day. It also keeps members of the community involved through the Instagram stories. Just this week, they tried to help out a lost dog by reuniting the dog with his family by featuring the dog on one of the Instagram stories. The owner of the account also has featured Instagram stories that are constantly being updated.

So if you are ever need to put a smile on your face, follow @dogsofuga and celebrate all the Dawgs on our campus.


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Classic City Coffee: Zombie Coffee And Donuts

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Feeling like a zombie this Monday morning? Don’t worry! Zombie Coffee and Donuts has your caffeine fix!

This week’s Classic City Coffee review focuses on Zombie Coffee and Donuts. Zombie arrived in Athens in 2016 as a start up run by University of Georgia alum, Tony Raffa, and has since made waves in the local Athens community with both its delicious coffee and donuts and its philanthropic mission to give back to the local community. Each month, Zombie partners with three local student or community-run charitable organizations as part of its “Zombie Gives Back” program and gives 5% of the month’s profits to that month’s customer favorite. Due to Raffa’s status as a UGA alum and the fact that many student organizations take part in “Zombie Gives Back,” the business has established close ties to UGA students for its community involvement. Additionally, the store’s location and atmosphere make it a good option for students looking to get a caffeine fix while studying. Located on Broad street in downtown Athens, Zombie is close enough to campus for students to swing in and grab a cup of joe before class and has ample seating for setting up a study session.

Digital Marketing Run Down:

Instagram: zombiecoffeeanddonuts

Followers: 4,341

Posts: 222

Activity: posts 2-3x weekly and uses story highlights

Bio: Includes hyperlink to www.eatzombiedonuts.com and brags on “delicious hand-crafted coffee” and “made-to-order donuts” in historic downtown Athens, GA.

Facebook: Zombie Coffee and Donuts- Athens, GA

Likes: 3,457

Rating: 4.4/5 based on 218 reviews

Activity: posts 2-3x weekly

Website: www.eatzombiedonuts.com

The website landing page is engaging and features automatic video play and an easily accessible menu bar featuring the Zombie story, menu, information on how Zombie gives back, locations, catering and blog. The blog page highlights how the business gives back to the local community with spotlights on the organizations they partner with monthly as part of their “Zombie Gives Back” program. While the posts don’t seem to be kept up-to-date, the last post dating from April 4, the blog helps to show their community involvement and is a good start to customer engagement that most of their competition does not utilize. Overall, a SWOT analysis shows the website is informative and engaging but has the opportunity to add depth to its current offerings as well as better highlight the online-ordering feature.

Digital Delivery Presence

In today’s technologically savvy world, Zombie does a good job of making its treats available to consumers from the tip of their fingers. Zombie is available for mobile order and delivery through a variety of delivery services such as Bulldawg Food, Uber Eats, Cosmic Delivery and Grub Hub.

Classic City Coffee Digital Marketing Rating: Digital Marketing Pup

From a review of their digital presence, Zombie seems to be doing a fairly good job of keeping up with a social media marketing plan. Their advertising mediums and social platforms work well to attract their target market of UGA students and they appear to be listening to what customers are saying on these platforms through reviews and comments. By better defining their social media strategy and monitoring social media marketing strategy initiatives, they will be able to improve all elements of their digital marketing plan. Overall, Zombie Coffee and Donuts is doing a great job with their digital marketing, with a little more work they can easily achieve the ranking of Digital Marketing Dawg (reserved for the BEST of the BEST)!


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Do you think an On-Campus UGA Grocery Store would be Viable?

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(I am prefacing this by saying that this is a past assignment I did in my summer Marketing 4000 class and I am interested in seeing my fellow marketing students’ opinions on this subject.)

The grocery store/supermarket industry is a highly competitive, mature industry with total revenues of $607.9 billion and total profit of $12.2 billion. Over the next five years, the industry is anticipating steady growth due to increases in per capita disposable income (see Figure 1) and rising consumer preferences for healthy alternatives, such as all-natural and organic products. Consequently, “industry revenue is forecast to rise at an annualized rate of 1.1% to $642.4 billion over the five years to 2022” (Guattery 2017). Due to low profit margins in this industry, many of the big-name players, such as Costco and Walmart, rely on their large economies of scale so that they may offer lower prices. Also, because competition in this industry is so high, many large national chains offer “big discounts and promotions to drive foot traffic to their stores and strengthen consumer loyalty” (Guattery 2017). In order for an on-campus UGA grocery store to be viable and competitive, it must:

1. Understand the Success Factors that drive the industry;
2. Utilize its already existing relationships with local markets and rely on fresh produce and organic options as well as perimeter products, and;
3. Understand and be able to market to college students and millennials.

In the grocery store/ supermarket industry there are five key success factors: Proximity to Key Markets; Access to Multi-skilled and Flexible Workforce; Ability to Control Stock on Hand; Close Monitoring of Competition, and; Access to the Latest, Most Efficient Technology and Techniques.

The first is Proximity to Key Markets: “A supermarket’s proximity to densely populated areas enables operators to maximize foot traffic and sales. Clear signage, easy access and ample parking space also attract shoppers” (Guattery 2017). UGA clearly has proximity to the largest key market in Athens which is UGA college students. This means that UGA could easily use its location to maximize sales at the new on-campus grocery store.

The second key success factor is Access to Multiskilled and Flexible Workforce: “Similar to other retail industries, supermarkets have a highly flexible workforce, which enables stores to rotate staff as required, particularly during extended operating hours” (Guattery 2017). UGA has very easy access to the multiskilled and flexible workforce that is the UGA student body.

The third key success factor is the Ability to Control Stock on Hand: “Managing inventory ensures that products are always available for purchase, particularly if they are advertised as the weekly special and in high demand” (Guattery 2017). Because UGA has extensive relationships with local farmers, products will always be fresh and readily available. Also, because UGA has great foodservice and dining hall operations it easily has the logistical ability and information to control its own stock and inventory.

The fourth key success factor is Close Monitoring of Competition: “Grocery stores compete on price due to the low level of product differentiation. Consequently, retailers must monitor when competitors offer discounts and promotions” (Guattery 2017). Because UGA is centrally located in Athens and is surrounded by a vast amount of grocery stores and competition it should be easily be able to monitor competitors’ prices.

The fifth key success factor is Access to the Latest, Most Efficient Technology and Techniques: “Operators that take advantage of the latest technology in security and point of sale processing benefit from increased productivity and higher profit margins” (Guattery 2017). As seen by the retinal scanners used at the Ramsey Student Center, UGA has the money and resources to take advantage of the latest technology to allow them drive costs down and increase profits.

UGA clearly has the five key success factors that would allow them to establish a competitive, successful on-campus grocery store. But, how will they take advantage of them?

Because UGA is not a big player in the grocery store industry relative to Walmart and Kroger it must be able to rely on its already existing relationships with the local food markets in Athens. This will help to bring costs down and increase potential profits while also providing fresh, local produce to students. Through these relationships UGA can also provide an array of fresh “Perimeter Products.” These products are: “Food categories found along the interior perimeter walls of supermarkets, grocery stores, and most supercenters” (Owen 2017). These products include fresh/frozen meat, fresh produce, fresh milk/dairy/eggs, fresh baked goods, and prepared foods. Perimeter products “sold an estimated $252 billion in 2017, representing a 15% increase over five years driven by growing demand for fresh ingredients and freshly prepared foods” (Owen 2017). Relying on perimeter products will allow UGA to capture the growing demand for fresh foods, especially among adults aged 18-34. In fact, adults aged 18-34 were more likely than any other age category to buy perimeter products from places like farmers’ markets, local neighborhood grocers, and natural food stores (see Figure 2). But, for an on-campus grocery store at UGA to truly succeed one must be able to understand and market to college students and millennials.

In general, 65% of college students are very concerned about having enough money to do the things they want to do and 61% are concerned with being able cover their own financial situation. This suggests that college students should be targeted with different kinds of price promotions, including coupons, loyalty programs, etc.

Most college students are Millennials. Millennials are now the largest US generational group (24.5% compared to 22. 6% for baby boomers) and the largest percentage of primary grocery shoppers at 37%. Millennials see price and convenience as two of the most important factors to consider when it comes to grocery shopping. 69% of younger millennials say that food fitting into their budget is an important factor, while 28% say it is the most important factor in their purchase decision (see Figure 3). Of younger millennials, 43% want food that is convenient and quick to eat. 65% of this same group would also like to see more promotions and coupons customized to their shopping habits (see Figure 4). Also, 54% of millennials would like a device that scans items as they shop, leading to quicker checkout.

With these statistics we can deduce three important points. First, because college students and younger millennials have little individual purchasing power because they put a high value on price of goods. Second, because college students and millennials are always on the go, they need food that is portable, convenient and quick to eat. Finally, because they are very busy, they must also have an easy and quick shopping experience. For an on-campus UGA grocery store to succeed it must capitalize on these three important factors.

Marketing strategies that can be used to capitalize on these three factors include: coupons and price promotions; a loyalty program for students and faculty utilizing paw points or bulldawg bucks; self-checkout lanes; payment using UGA I.D. cards or retinal scanners, and; portable and pre-prepared meals which allow for convenience, such as sandwiches, wraps, pre-cooked meals in microwave safe containers, etc. Also, carrying fresh local produce, goods, and perimeter products will attract customers and allow UGA to capture the growing demand for healthier options.

Figure 1:

Figure 2:

Figure 3:

Figure 4:

Sources:

Bloom, Beth. “The Millennial Impact: Food Shopping Decisions.” Mintel, Mintel, July 2017, academic.mintel.com.proxy-remote.galib.uga.edu/display/793961/.

Guattery, Meghan. “Supermarkets and Grocery Stores in the US.” IBISWorld, Oct. 2017, clients1-ibisworld-com.proxy-remote.galib.uga.edu/reports/us/industry/default.aspx?entid=1040.

Macke, Dana. “American Lifestyles: Markets in Motion.” Mintel, Mintel, Apr. 2018, academic.mintel.com.proxy-remote.galib.uga.edu/display/860381/.

O’Donnell, Fiona. “Marketing to College Students.” Mintel, Mintel, July 2011, academic.mintel.com.proxy-remote.galib.uga.edu/display/542937/.

Owen, John. “Perimeter of the Store.” Mintel, Mintel, July 2017, academic.mintel.com.proxy-remote.galib.uga.edu/display/793953/.

Smith, Diana. “Grocery Retailing – US.” Mintel, Mintel, Nov. 2017, academic.mintel.com.proxy-remote.galib.uga.edu/display/794145/.


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The “Bird” Takes Flight in Athens

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A new mode of transportation hit Athens this past week, and it made an instant impact on the students and residents of the college town. Bird, an electric scooter company, dropped rechargeable, electric scooters all over the town.

The premise is simple– use the app to locate a “Bird” near you, scan the code on the handle bar, and ride. When you get where you’re headed, scan again and drop it wherever you want. Yep, it’s that simple. It’s $1 to start your ride, then 15 cents for each minute afterwards.

Based on the premise of the technology, Bird does some decent marketing for itself; when you see someone flying down South Lumpkin Street on a scooter in the midst of traffic for the first time, you take a second look. Not to mention, their strategic placement of birds in tourist and college towns places the technology in an area where it is bound to end up on social media; on the first day of their activity in Athens, my Instagram feed could not have been more full of Birds.

In a more proactive way though, Bird has upped their usage through their “Give $5, Get $5” referral promotion. If you have a Bird account, you can refer friends to make an account– giving them a free first ride and getting you a free ride for the referral. I didn’t know about this until it came to Athens this week, but it’s as easy as tweeting your code or posting it to Facebook for friends to use.

Only time will tell if it lasts as consistent mode of transportation or stays popular enough for Bird stay afloat– but for now, Bird on and stay ahead of the curve by referring friends on social media!


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It’s Hiring Season: Get Your Interns & Recent College Grads Here

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Want to hire a UGA Marketing Intern or Recent College Grad this summer? Here’s everything you need to know.

Jobs are pretty straight forward. Please post your opportunity here.

What qualifies as an internship?

We define an internship as employment that gives a student practical experience in marketing activities and provides academic credit.

An internship is the equivalent of a 3-credit hour upper level marketing course, so the work responsibilities must provide substantial marketing experience which contributes meaningfully to a student’s understanding of the discipline.  Examples of things that qualify include serving as a manufacturer’s sales representative, working on a promotional campaign, analyzing consumer data, creating a digital or social media marketing campaign and serving as a marketing assistant.  Positions that are primarily administrative (with duties such as copying, answering the phones, running errands) would not qualify.  For a job to count as an internship, it must be a new position for the student and not a continuation of the student’s existing position.  Because an internship is the equivalent of enrolling in a 3-credit hour upper level marketing course, it should provide a “new” learning experience.  The specific position must be approved by a faculty advisor.

Do I have to offer paid internships?

The internship arrangement must total at least 200 hours over the academic semester in which the internship is performed.  This may be broken down in to 13-15 hours per week for 15 weeks, 20 hours per week for 10 weeks, 25 hours per week for 8 weeks or any other schedule that fits your requirements.  Academic credit is granted regardless of whether the internship is compensated or not.  However, a compensated internship generally draws a much larger pool of students than do uncompensated internships.  While rates of pay vary significantly across internships, most employers offer between $9.00 and $12.00 per hour.  The negotiation on compensation is done strictly between you and the student.  The university is not involved in any way in that process.

Your responsibilities during the internship are to provide the student with meaningful marketing experiences and to supervise work activities.  At the end of the internship, you will be asked to evaluate the student’s work by completing an Intern Evaluation Form.  Your evaluation will count as 1/3 of the student’s academic grade.  In addition to meeting your work requirements, the student is expected to keep a diary of major activities and accomplishments during the internship.  At the end of the internship, the student prepares and submits a paper to the faculty advisor describing his/her internship experience and linking his/her activities and work efforts to marketing concepts.  This paper constitutes 2/3 of the student’s grade.

How to post an internship

Please post your available internships here on digitalmarketingdawgs.com to share with Terry College of Business Marketing Students.

You are also encouraged post your opportunities with the UGA Career Center.  You can do so my visiting www.hireUGA.com, then select ‘Post Jobs & Internships’, ‘First-Time Users’.

If you have any questions, please feel free to contact Jen Osbon at jenosbon@uga.edu or Jason Booth at jwbooth@uga.edu.

 

 


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